Environmental Leader

Lipton has contracted with National Geographic’s Web site to create a micro-site that tells about sustainable agriculture in general, including the origins of Lipton teas, as well as sustainability, social and economic aspects of the tea-growing and harvesting process.

Earlier this year, Lipton announced an expansion of its program to have all its teas Rainforest Alliance-certified.

The micro-site launch is timed to coincide with the introduction of Lipton tea bags bearing the Rainforest Alliance logo and related messaging, according to a press release.

A special advertising section to the right-hand side of the site is Lipton-themed, with pictures, stories, a quiz and more.

In addition to the micro-site branding, Lipton’s contract with National Geographic includes tie-ins via the following marketing avenues:

• National Geographic Channel
• Facebook
• Twitter
• print
• direct marketing
  
• customized Nat Geo Mobile iPhone game applications

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